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Thai media execs identify automation, improved workflow management to enhance operations

Jan 30. 2018
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By The Nation

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Ooyala, a leading provider of software and services that simplify the complexity of producing, streaming and monetising video, recently conducted a poll at the “Media Logistics Forum” in Bangkok, which was attended by 90 industry executives from Thailand’s broadcasting and media industry.

According to around seven in 10 respondents, their media operations are only minimally efficient or not efficient at all.

Notably, 25 per cent of respondents highlighted the need to automate their entire operational value chain.

Bea Alonso, UK-based Ooyala’s business development director for Media Logistics in Asia Pacific and Japan, said: “To keep up with the consumer’s insatiable desire for video content today, broadcasters and media companies need to streamline their processes to balance consumer demand and production efficiencies. It is no longer productive to increase manual resources; we have to leverage technology and make it work for us.”

Additionally, 24 per cent of executives said that an improvement in workflow management was integral in upgrading current operations, while 23 per cent indicated that there was a need for some business functions to integrate with media operations.

Amongst other findings, human error and duplication of activity were cited by 25 per cent of respondents as the culprits for these media operation inefficiencies.

“Human error and duplication of activity is more than often preventable. If we can strike these out, additional resources can be channelled into other creative and value-adding tasks.” Alonso added. “Automation, as identified in our poll, can help media companies optimise operations.”

The poll responses in Thailand are consistent with the global results obtained from more than 600 respondents across similar events in 23 other markets worldwide.

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